Estrategias de marketing para el posicionamiento de la empresa HIMHOTEP Constructores Cía.Ltda. En el cantón Latacunga.
The marketing strategies are management tools that allow to organizations to have a clever vision for taking decisions and achieve better results in sales terms, recognition and brand positioning, scope of distribution and product marketing or service, optimization process, market insertion, and oth...
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| Tipo de recurso: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2020 |
| País: | Ecuador |
| Institución: | Universidad Técnica de Cotopaxi |
| Repositorio: | Repositorio Universidad Técnica de Cotopaxi |
| Idioma: | español |
| OAI Identifier: | oai:oai:repositorio.utc.edu.ec:27000:27000/7416 |
| Acceso en línea: | http://repositorio.utc.edu.ec/handle/27000/7416 |
| Access Level: | acceso abierto |
| Palabra clave: | ESTRATEGIAS MARKETING POSICIONAMIENTO EMPRESA ADMINISTRACIÓN DE EMPRESAS |
| Sumario: | The marketing strategies are management tools that allow to organizations to have a clever vision for taking decisions and achieve better results in sales terms, recognition and brand positioning, scope of distribution and product marketing or service, optimization process, market insertion, and others. This research work had as general objective to propose marketing strategies for positioning IMHOTEP Constructores Cía. Ltd company. The methodology had a mixed approach, which allowed to obtain information from documentary sources and field data, a combination that was complemented with descriptive-explanatory research, which characterized and interpreted the variables study. The techniques and instruments to collect information or data were based on documentary and field designing, in one manner, a theoretical documentary analysis and company files, and on the other a checklist, observation sheet and survey of market information were applied to a representative sample of 382 households in Latacunga canton. This allowed to get results and complementary information, including that the company under study does not have a position in the canton. Among the recommendations, it was made a proposal based on optimization and marketing strategies for positioning and recognition on population, veering towards a strategic plan that resulted viable and relevant. |
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